| Industry: | Automotive |
| Service: | Growth strategy |
| Year: | 2006 |
| Employer: | Primary multinational OEM company with Headquarters in Europe |
| Countries: | Italy and China |
| Business problem: | Repositioning the brand in China due to low sales volume which hasn’t adjusted to a rapidly growing Chinese market. |
| Approach: | After analyzing the history and the positioning of the brand in China compared to competitors, we delivered a comprehensive study of the growth drivers in the Chinese market (current and future) and a preliminary analysis of the evolution of values in the automotive sector; we then identified and recommended some of the possible segments that could enhance the technological strengths and positioning of the brand; amongst them, decisively ahead of its time, we recommended the “green” segment as the most promising in China, even though it was not obvious at the time. |
| Result: | An important change in management and partnership occurred during the consulting period; this led our client to not follow our recommendations; over the years, sales in the Chinese market remained at low levels and far below the potential. |
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